Page 12 - MDHN 2019 Executive Summary_June

Addendum
The Executive Summary is purposefully composed with a high level of formality. It aims to be a living
document that verbally captures the energetic undertaking of building a new tradition amidst the
dynamics of a shifting economy, community, and organization. Though objectives are steadfastly
stated, the multiple years of continued growth and success of MDHN is primordially based in flexibility
and adaptability. The enterprising proposals for Merry Days & Holly Nights 2019 are concurrently
determinant and fluid as influenced by the following considerations:

Overall goal of the event series
marketing endeavor
revenue generator

Identity as a business model
Resort Operation as value-add entertainment
Event Series vs Marketing Product, or both
potential of Retail
trial addition of signature merchandising
Food & Beverage

Audience
primary and secondary markets
families, tourists, skiers, etc.
how these markets are changing, especially amidst the emergence of IKON pass

Perpetual Obstacles
consistency and spread of event impact: decorations & event hosting
amidst budget and storage limitations relative to size of resorts
request for more in-Village activation without appropriate event-specific venues or undue
impact on essential mountain operations

Need for consistency year to year to create event series as stronghold tradition
“rule of thumb” for new conventions/events is one year to take hold, three years to
establish, five years to be fruitful
at three years, MDHN has established a firm foundation.
eliminating events not yet climactically successful yet show promise may
be a premature reaction
Toccata & RJO
to continue events that have not demonstrated traction comparable to high
performing offerings may be detrimental to financials, reputation, and
employee wellbeing
MDHN defines its identity simultaneously along with audience and performing talent
pool, together revealing the potential of new products & events that were not previously
options
dinner theater presented by Truckee Community Theater producing Broadway
ski-movies nights hosted by Squaw Valley with full movie rights

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